Conference Talks

This section brings together my conference talks on paid search, artificial intelligence, audiences, click fraud, YouTube advertising and evidence-led optimisation. Conference material is valuable because a strong presentation has to compress a complex mechanism into a decision people can use, without hiding behind an account interface. I share the experiments, frameworks and field observations that shaped these sessions, including methods for analysing search terms, improving lead quality, reading advertising data and challenging waste that standard reports can conceal. The talks also show how my scientific background influences the way I test assumptions and separate an attractive story from a supported conclusion. My aim is not to preserve a list of appearances, but to give you access to the thinking behind the stage material and the business context in which it was presented. After exploring the section, you will be able to compare approaches, identify ideas relevant to your own campaigns and turn a conference insight into a question worth testing.

New in this category: How Google’s AI Works Internally: Igor Ivitskiy at Definitive Traffic Seminar 2023.